Car firms shifting focus

A car and the film star Andy Lau in the film Switch. [Photo / CFP]

Volkswagen was not the first automaker to try micromovie marketing. China's first micromovie, the 2010 release Trigger, was sponsored by Cadillac (under GM) which had the leading role. The US Chevrolet brand later the same year cast another warm-hearted micromovie, Old Boy.

Suddenly, brand micromovies became a popular marketing method for automakers, which were attracted by low costs, rich story lines, broad promotion channels and accurate positioning.

A long list of automobile brands, including Mercedes-Benz, Toyota and China's domestic brand Landwind all launched brand micromovies in the past two years.

"Our new micromovie for the CC model, directed by China's famous director Lu Chuan, has seen a huge success, with more than 40 million visits in two months. My boss just messaged me, saying: 'We'll do another one, ok?" Huang Weichong, public relations manager with FAW Volkswagen, told China Daily. "We see a better result than with TV commercials."

Statistics from a micromovie report released by Bale Hudong (Beijing) Media Co Ltd showed that in just the final quarter of 2012, more than 100 companies released brand micromovies on the silver screen and at online portals. These companies also arranged product placements in almost 500 micromovies. "Micromovie marketing mainly targets young and fashionable consumers, who are just the target audience for our vehicles. The combination of advertising and a film story can be easily accepted by young consumers," said Gao Fang, vice-general manager of FAW Toyota.

"Due to the unexpected market response, micromovies may replace TV commercials as the major marketing tactic for automakers in the near future," said Gao.

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